Since the 1980s, Toyota collaborated with Denso to conduct research on SiC. In 2014, SiC inverters were installed in Toyota’s Prius and Camry hybrid electric vehicles (HEVs) for driving and on-road testing, confirming a 5-10% improvement in energy efficiency. After this successful testing, Toyota adopted SiC in its hydrogen fuel cell buses that were put into formal operation in 2015 and 2018. At that time, the cost of SiC chips was higher than it is now, so Toyota continued to primarily use Si-IGBT inverters in its hybrid vehicle models.

Model 3 SiC Inverter Sparks Toyota’s Concerns About Electrification

In 2017, the Model 3, equipped with SiC inverters, became the best-selling battery electric vehicle (BEV) on the market due to its high performance and long range. It also contributed to the surge of new BEV sales, which exceeded 1.2 million vehicles in 2018. Since then, many automakers have targeted SiC as the basis for next-generation BEV drivetrain systems, while Toyota continued to adhere to its hybrid electric vehicle (HEV) and hydrogen fuel cell vehicle (FCV) strategies. According to TrendForce, the total new sales of PHEVs and BEVs is estimated to reach approximately 10.63 million vehicles in 2022, while Toyota’s sales in this sub-market are only close to 100,000, accounting for about 1% of the market share, far behind BYD’s 19% and Tesla’s 15%.

In the current EV industry, BEVs and PHEVs have become the mainstream, while HEVs may gradually shrink in the future market. Pressures from the changing market have forced Toyota, which has not fully focused on BEVs and PHEVs in the past, to rethink its overall electrification strategy and accelerate the production capacity and technological layout of key components, such as SiC.

Toyota aims to sell 3.5 million electric vehicles by 2030, and has demonstrated its commitment to electrification through the establishment of a SiC wafer manufacturing technology research company. SiC chips have the potential to improve energy efficiency in electric vehicles, but their high cost is currently a challenge due to low SiC wafer yields in the manufacturing process. QureDA Research’s Dynamic AGE-ing technology could help improve wafer yields and lower chip costs. If successful, this technology, combined with Toyota’s market presence, could enhance the competitiveness of Toyota’s electric vehicles and give them a chance to compete for a leading position in the future electric vehicle market.

（Image credit: Toyota LinkedIn）

Tesla recently announced that its next-generation EV platform will reflect a 75% reduction in SiC components, though this reduction will be made without compromising vehicle performance and safety. This announcement is one of the very few specific details that Tesla has provided to the public about its plan for the development of its future vehicle models. Therefore, it has also trigger a variety of speculations across the automotive industry. According to TrendForce’s investigation, Tesla does not appear to have much confidence in the stability of the supply chain for SiC components. In the past few years, Tesla has been forced to initiate several recalls for the Model 3. One official reason given for the recalls was that the inverters of some of the Model 3 had power semiconductor components with minor manufacturing differences. As a result, these inverters could malfunction after a period of operation and would not able to perform the regular task of current control. This explanation directly points to a quality issue with the SiC components that Tesla has procured for its vehicles.

Additionally, a production capacity crunch for substrates has been the most significant challenge in the development of the market for SiC components. The major suppliers for SiC components and SiC substrates such as Wolfspeed, Infineon, and STMicroelectronics are currently adding a lot more production capacity. At the same time, Tesla is proceeding with the strategy of diversifying its suppliers for SiC components in order to minimize the risk of disruptions in the supply chain.

SiC components are certainly a key category of automotive electronic components that EV manufacturers like Tesla are going to consider when building their future vehicle models. Therefore, in the context of technological advancements, TrendForce believes that Tesla could adopt a hybrid SiC-Si IGBT package for the inverter of its next-generation EV platform. However, switching to such solution will entail disruptive innovations at the engineering and design levels, so this transition will raise many challenges. Also, regarding SiC MOSFETs that have been a critical part of today’s EVs, TrendForce anticipates that their mainstream structural design will transition from planar to trench. Currently, Infineon, ROHM, and BOSCH are the main suppliers for trench SiC MOSFETs.

On the whole, the hybrid SiC-Si IGBT package and trench SiC MOSFETs are technologies that can substantially reduce the total cost of SiC components for a vehicle. They also reduce the complexity and cost of an entire vehicle platform. These benefits, in turn, can help raise the penetration rate of SiC components in the low-end and midrange segments of the EV market. On the other hand, the widening adoption of SiC components could affect the market share of Si IGBTs.

In the market for automotive SiC components, Tesla has been acting as a major indicator of demand and product development trends. Therefore, the semiconductor industry has been paying close attention to this carmaker’s activities. Since Tesla has so far given very few details about its next-generation EV platform, TrendForce says more observations are needed to determine the reasons behind the reduction in SiC content.

Tesla has caused a lot of buzz in the global car market by cutting prices across several regional markets. The US, China, Europe, and Japan have all seen a significant drop in prices of Tesla vehicles, with magnitudes ranging from 6% to 20%. The US, in particular, has seen the largest cut in the average price of Tesla vehicles. The price of the RWD version of the Model Y has come down to USD 13,000, showing a reduction of 19.7%.

Tesla Aims to Increase Market Share and Put Pressure on Competitors

Tesla sold 1.313 million battery-electric vehicles (pure electric vehicles) in 2022 and retained its leadership in this niche segment of the car market. However, its market share for battery-electric vehicles has been shrinking from 24.5% in 2020 to 20% in 2021 and just 17% in 2022. This in part has to do with the rising number of entrants this market as well as the rising number of battery-electric models that are being offered by these competitors. Furthermore, China accounts for more than half of the global electric car market. Therefore, Tesla has found that its sales performance in China significantly affects its overall market share.

In the Chinese electric car market, sales efforts are concentrated on “economical” or affordable models that are priced within the range of CNY 150,000~200,000. Before Tesla initiated its recent price cuts, the starting price of the Model 3 had been at CNY 265,900, which is way above the mainstream price range.

However, the price of the Model 3 has been slashed by 13.5%, with the starting price now arriving at CNY 229,900. Since the price difference between the Model 3 and the competing economical models has shrunk to 15%, Chinese consumers that are mostly residing within the CNY 150,000~200,000 range could be much more receptive to Tesla’s messaging. Also, many Chinese carmakers have lately raised prices on their electric models because of high cost pressure. Tesla is thus expected to benefit by taking the opposite approach for pricing.

Turning to the US, the biggest benefit that Tesla has touted for this round of price slashing is the eligibility of its vehicles in obtaining a tax credit of up to USD 7,500. The Inflation Reduction Act of 2022 contains a provision that subsidizes the purchasing of a new electric car with a tax credit. Electric SUV or vans that are priced no higher than USD 80,000 and other types of electric vehicles that are priced no higher than USD 55,000 are eligible. In the case of Tesla’s Model Y, the version with three rows of seats (i.e., a total of seven seats) can apply for the tax credit as an electric SUV, whereas the version with two rows of seats (i.e., a total of five seats) can apply for the same benefit as one of the other types of electric vehicles.

For consumers in the US, the price of the Long Range version of the Model Y in 2023 is now 31.1% lower than it was in 2022 because of the price cut and the tax credit. Besides turning consumers’ heads, Tesla is also putting a lot of pressure on its competitors with this undercutting strategy. After all, Tesla’s vehicle models tend to serve as the base standard for carmakers’ electrified offerings.

Tesla Has a Firm Grasp on Fluctuations in Prices of Key Components, Thereby Making Cost Sensitivity a Competitive Advantage

In addition to discussing the effects of Tesla’s price cuts on itself and competitors, and other important issue that needs to be addressed is why Tesla can lower prices when other carmakers are compelled to raise them. To answer this question, we first turn to Tesla’s profit margin. Compared with its competitors, Tesla has a larger room for profit. Therefore, it can lower prices in exchange for more vehicle sales and market share.

This leads to the question as to how Tesla has attained such a large profit margin. The answer is that Tesla is excelled at managing its cost structure and supply chain. With respect to supply chain management, Tesla takes a different approach and has gotten involved more deeply than do other carmakers. For instance, Tesla directly sources components and do not rely on Tier-1 suppliers for system integration.

By contrast, traditional carmakers assemble vehicles with the finished parts provided by Tier-1 suppliers. From Tesla’s perspective, directly sourcing components and doing its own system integration offer some notable advantages. First, this approach facilitates the adoption of the latest technologies at the component level. Second, Tesla is much more aware of costs and also exerts a greater control over them. On the whole, Tesla has a better sense of the price fluctuations in the upstream than do its competitors.

The degree of Tesla involvement in its supply chain is also reflected in its activities in the global lithium market. The soaring demand and the Russia-Ukraine military conflict caused lithium prices to rise rapidly during the 2021~2022 period. Carmakers now recognize that the only effective way to secure the supply of raw materials and control the costs of these materials is to manage the upstream.

However, Tesla is not simply securing lithium supply contracts. It is also thinking about getting involved in ore mining and metal refining. Tesla’s activities in recent years have led to a capacity crunch in the market for mining and processing lithium ores. Since lithium is incorporated into power batteries through multiple phases of additional processing, carmakers tend to suffer the most when it comes to lack of price transparency.

（Image credit: Tesla LinkedIn）

Microsoft are among the major technology companies that are now undergoing a major round of layoffs. Having released around 11,000 employees, Microsoft has downsized staffing across its numerous business operations, including gaming units Xbox and Bethesda. This round of layoffs has also seen the disbanding of the development teams behind Altspace VR and the Mix Reality Tool Kit. The VR social media platform Altspace VR is scheduled to shut down on March 10th this year.

Is Microsoft Exiting the Market for Technologies Related to AR/VR and Metaverse?

Microsoft acquired AltspaceVR in 2017, and the Windows Mix Reality headset was released in the same year. The plan was to have the newly acquired social media platform generate the demand for the headset, thereby spurring other hardware brands to continue investing in similar products.

However, fast forward to the current year of 2023, the Windows Mix Reality headset possesses almost no market share as AltspaceVR fails to hold a notable number of active users for this device. TrendForce believes Microsoft has no choice but to stop maintaining the social media platform that is not bringing in any significant economic benefits.

However, TrendForce has to point out that “platform system” is still the core of Microsoft’s strategy for the development of AR/VR technologies. Going forward, Microsoft intends to have applications related to VR social media integrated into the Microsoft Mesh, which is its new VR/AR communication and collaboration platform that can work on multiple types of devices.

Microsoft can also encourage third-party developers to build VR social media platforms that are compatible with its technologies. Bottom line is this: there is no need for Microsoft to operate its own VR social media platform. All in all, AltspaceVR is a component that Microsoft has taken out because it no longer fits into its strategy. Terminating the platform does not mean that the company has decided to sit on the sideline in the formation of the Metaverse market, as speculated by some outsiders.

The Metaverse Is Only a Medium, and Maintaining User Engagement on a VR Social Media Platform Depends on the Capability to Offer a Variety of Functions

The shutdown of AltspaceVR reveals the current challenges in the development of Metaverse communities. In the case of social media services, simply adding AR/VR technologies or some elements related to the Metaverse will not lead to long-term engagement by users. To get users to stay, these platforms need to rely on their own special interfaces, functions, and features.

Take the relatively successful VR social media platforms such as Roblox, Rec Room and VRChat as examples. They first enable users to self-generate content and express their creativity in various ways, and then they provide the avenue for social interactions and trading of virtual goods. Hence, TrendForce believes fulfilling the creative aspiration is the key to keeping users. Offering some AR/VR technologies and gimmicks associated with the Metaverse is just not enough.

On the other hand, functions that allow creativity tend not to be the reason why the majority of users join a particular social media platform in the first place. Also, a platform that has to work with an AR/VR device will be relatively difficult to access and operate, and this further limits the size of its user base. Taking the aforementioned factors in account, it is clear as to why AltspaceVR failed to gain traction. Positioning itself only as a social media platform, it did not really stand out in the competition even with AR/VR functions.

TrendForce’s takeaway from the closure of Altspace is that rather than building a social media service from scratch, Microsoft’s interests would be best served by acquiring an existing social media app or platform that already has a huge following. With the support from the Microsoft Mesh, such app or platform would be able to strengthen Microsoft’s service offerings for Metaverse communities in the future.

（Image credit: Microsoft LinkedIn）

Due to persistent production constraints in 2H22, TrendForce estimates that global car sales will reach 81.1 million units for 2022, showing either a mostly flat growth or small decline from 2021. Regarding 2023, the shortage of automotive semiconductor components will ease in the first half of the year, and carmakers will be ramping up production in order to reduce the pile of backlogged orders. However, the global economic environment is expected to remain challenging, so global car sales for that year are now forecasted to increase marginally by 3.7% YoY to 84.2 million units. On the whole, car production is not expected to return to the pre-pandemic level before 2025.

NEV Sales Will Rise to 14.2 Million Units for 2023

Looking at the entire global electric car market, vehicle sales are projected to grow by 43% YoY to 13.6 million units for 2022. Sales of new energy vehicles (NEVs) are projected to rise by 55% YoY to 10.1 million units for 2022 and will then climb to 19.4 million units for 2023. NEVs as a category does not include hybrid electric vehicles (HEVs) that still have an internal combustion engine. The trend of vehicle electrification continues across many regional markets. However, countries have different policies for supporting electric cars because they vary with respect to the progress made in the development of electric cars and related infrastructure. China and some European countries have already enter the phase where subsidy support for purchasing an electric car are being gradually reduced or eliminated. Conversely, the US and other emerging markets are expanding subsidy support.

Safety Functions Required Under EU’s New General Safety Regulation Will Become Mandatory in 2024 and 2026

To ensure safe operation for new types of vehicles that are entering the European market, the New General Safety Regulation (EU) 2019/2144 finally came into force this July. This regulatory framework mandates that all on-road vehicles will conform to a set of new specification requirements and enhanced safety standards. The application of the rules under the regulatory framework will be implemented over successive phases. Many advanced safety functions will be made mandatory in 2024 and 2026. This, in turn, will help generate the demand for automotive cameras (located inside and outside of a vehicle), sensors (e.g., LiDAR), networking components, and data recording solutions. All in all, the New General Safety Regulation is worth the attention of suppliers for automotive technologies. The rules under this framework also serve as a useful reference for other countries that are developing similar policies and laws.

Commercialization of Autonomous Vehicles Is Growing in Importance

Investments in the development of autonomous vehicles can only be sustained if cases of their commercialization start to appear. Hence, robotaxi companies are searching for feasible ways to commercialize their services and create a viable business model. Chinese robotaxi companies, for example, are enhancing the controllability of the traffic environment, reducing the unit cost of vehicles, and hooking up with ride-hailing platforms. TrendForce believes Mainland China will continue to be the fastest-growing regional market for robotaxi services in 2023.

（Image credit: Tesla Linkedin）